Drive Awareness to Expand Customer Base
Deliver a Compelling Value Proposition
Building owners – and homeowners – rarely involve themselves in selecting specific building materials. Nor do they have a preferred manufacturer or distributor. As a result, they turn to various influencers―contractors, design firms, installers, builders and architects―to select suitable materials that will work with a blueprint.
Unfortunately, for many building materials manufacturers and distributors, this reality can leave them out of the decision-making process if they do not directly reach those influencers.
Today, the ability to differentiate requires the delivery of a compelling value proposition to all stakeholders throughout the value chain. Unlike building owners or homeowners, influencers often have a preferred provider for materials, so becoming the provider of choice for this community is critical.
Manufacturers and distributors must now control their destinies by driving awareness and affinity to retain and expand their customer base.
Are you ready to build opportunities by improving your go-to-market approach? Alexander Group helps leading companies design value propositions that target the right influencer communities to drive revenue growth.
How We Help
- Coverage models: Target the right opportunities with the right value by determining your market opportunity and specialty roles.
- Opportunity modeling & territory design: Understand your share of wallet at the account or territory level and right-size your resources for profitable growth.
- Revenue Operations: Invest in Revenue Operations to integrate Marketing, Sales and Service and drive commercial efficiency.
- Sales compensation: Align sales compensation and quota programs to motivate and achieve more aggressive business goals.
- Digital transformation: Build a blueprint and roadmap for increased sales performance and growth in a digital environment.
Related Insights
Participate in Our Research
Open Opportunities Briefing Offers- Advanced Practices for Commercial Talent Management Manufacturers and distributors achieve revenue and margin outperformance with a lower proportion of above-market pay compared to other industries. Over 60% of leading firms meet monthly to discuss performance with their commercial teams. What are the best practices for developing a talent management strategy that brings a competitive advantage?
- Manufacturing & Distribution Productivity Drivers Rising inflation, supply chain constraints and uncertain demand are just a few economic factors that are impacting commercial models. What drivers are manufacturers and distributors investing in to prioritize customer segments, protect margin, and maintain and grow market share?
- Manufacturing & Distribution Industry Trends Research: Strategies | Insights | Metrics Digital is altering the way customers interact and purchase your offerings. Integrating sales, marketing and service to provide customer value will differentiate your firm, command a premium and deliver sustainable growth. Compare your business processes and performance metrics to your competition to see if you’re hitting the mark.
- Marketing Insights Study Over 150 marketing executives were interviewed to determine the marketing initiatives being prioritized to maximize customer lifetime value. From marketing roles and resource allocation to marketing mix, channels and spend, get the latest insights on where marketing leaders are investing to advance their organization’s marketing maturity.
- Prioritizing Quality Over Quantity: An Analysis of Marketing Demand Generation Performance Leaders in manufacturing and distribution have increased demand generation investments by over 13%. Marketing now accounts for 33% of functional pipeline development. As marketers look to allocate resources between channels and initiatives to increase conversion rates while navigating costs and tracking ROI, how do you determine the best demand gen investment strategies?
- Redefine Excellence Through Customer Experience From executing a customer experience (CX) vision and strategy, deploying the right resources for customer engagement, setting specific CX goals and measurements, and defining the processes and growth plays that drive retention, the study provides insights and metrics for manufacturers and distributors on leading practices for a successful CX program.
- Sales Compensation Hot Topics Survey Over 350 sales compensation leaders across seven industries provided insights on key sales comp topics including costs, quota planning and attainment, profitability, AI’s impact on comp, global comp practices, marketing comp practices and client/deliver services comp practices.
Upcoming Manufacturing and Distribution Events
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Sales Compensation Symposium: Virtual
Industry Focus: AllRevolutionize your approach at the #1 event for sales compensation professionals and all executives who care about sales comp. Designed specifically for senior executives, join industry peers and renowned experts to gain exclusive access to cutting-edge research, emerging trends, real-world case studies and proven best practices in governance, design and administration.
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Tuesday, August 11, 2026 –
Tuesday, August 11, 2026 -
Virtual
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Incentive ROI: Evaluating the Health of Your Sales Compensation Programme
EMEA Virtual RoundtableAugust 12, 2026 | 16:00 – 17:00 GMT
Before your next compensation cycle, leaders should be asking one critical question: Is your sales compensation program working?
Join us virtually on Aug.12 for a tactical health check revealing what’s helping or hindering success.
Alexander Group prepared an interactive session that will provide participants with a practical framework to assess the health of their current plans, benchmark against industry best practices and identify opportunities for improvement.
Session Objectives
- Benchmark your current sales compensation program against a proven health check framework
- Evaluate performance across the five tenets of a world-class sales compensation program.
- Assess plan design against market leading guidelines.
- Identify gaps, risks and opportunities for enhancement.
- Improve your ability to attract, motivate, reward and retain top sales talent.
- Develop actionable next steps to strengthen your program for 2027 and beyond.
Building on the insights shared during the programme health check session, attendees will have the opportunity to hear from peers, explore common challenges and develop actionable strategies to optimise their sales compensation programmes to better attract, motivate, reward and retain top sales talent.
Come prepared to assess your own programme, compare your approach against proven best practices and actively participate in peer discussions. Bring your questions, challenges and experiences to gain practical insights and leave with a clear action plan to strengthen your sales compensation strategy for 2027 and beyond.
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Wednesday, August 12, 2026
4:00 p.m. – 5:00 p.m. GMT -
Virtual
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Sales Compensation Symposium: Chicago
Industry Focus: AllRevolutionize your approach at the #1 event for sales compensation professionals and all executives who care about sales comp.
Designed specifically for executives in HR, Compensation, Sales and Revenue Operations that want to use sales comp more effectively.Industry Focus: All
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Thursday, August 27, 2026 –
Thursday, August 27, 2026 -
Chicago
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Executive Forum
St. Regis Hotel | Chicago, ILJoin senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually and take away actionable ideas.
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Wednesday, September 30, 2026 –
Thursday, October 1, 2026 -
St. Regis Hotel | Chicago, IL
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Sales Compensation Symposium
Reserve your spot at Alexander Group’s upcoming Sales Compensation Symposium. Join leading manufacturers and distributors as we discuss the latest strategies and best practices to support your sales reps as you look to set, measure and compensate success.
Practice Leadership
Research & Benchmarks
Get access to the latest go-to-market research and benchmarks to leverage growth drivers for valuation improvement